Targeted Content Placement Using Overlays

1. A method comprising: receiving, at data processing hardware of a media device, media content from a content feed; displaying, by the data processing hardware of the media device, the media content from the content feed at a display of the media device; determining, by the data processing hardware of the media device, a target overlay location within at least one frame of the media content; determining, by the data processing hardware of the media device, that one or more fingerprints obtained from fingerprinting the at least one frame of the media content match fingerprint data associated with a known identity of the media content; while the one or more obtained fingerprints are determined to be matching the fingerprint data associated with the known identity of the media content, superimposing, by the data processing hardware of the media device, overlay content at the target overlay location when the display of the media device displays the at least one frame; during superimposing the overlay content at the target overlay location, determining, by the data processing hardware of the media device, that the match between the one or more obtained fingerprints and the fingerprint data associated with the known identity of the media content has ceased; and in response to determining that the match between the one or more obtained fingerprints and the fingerprint data associated with the known identity of the media content has ceased, discontinuing, by the data processing hardware of the media device, the superimposing of the overlay content at the target overlay location.

2. The method of claim 1 , wherein superimposing the overlay content at the target overlay location further comprises scaling the overlay content to fit the determined target overlay location.

3. The method of claim 1 , further comprising: identifying, by the data processing hardware of the media device, the overlay content based on the one or more obtained fingerprints, the identified overlay content corresponding to an overlay content fingerprint that matches a portion of the one or more obtained fingerprints.

4. The method of claim 1 , wherein the overlay content is randomly selected from an overlay content database in communication with the data processing hardware of the media device.

5. The method of claim 1 , further comprising: based on the one or more obtained fingerprints, identifying, by the data processing hardware of the media device, an in-frame advertisement within the at least one frame, wherein superimposing the overlay content at the target overlay location when the display of the media device displays the at least one frame comprises superimposing the overlay content at the target overlay location when the display of the media device displays the at least one frame with the in-frame advertisement.

6. The method of claim 5 , wherein the in-frame advertisement comprises a background feature within the media content of the at least one frame.

7. The method of claim 5 , wherein the in-frame advertisement corresponds to a scene, the scene corresponding to more than one frame of media content.

8. The method of claim 7 , further comprising: identifying, by the data processing hardware of the media device, overlay content corresponding to an overlay scene, the overlay scene comprising a number of overlay content frames that matches a number of frames corresponding to the scene of the in-frame advertisement.

9. The method of claim 5 , wherein the in-frame advertisement corresponds to a potential in-frame advertisement placement position within a portion of the at least one frame.

10. The method of claim 5 , further comprising: receiving, at the data processing hardware of the media device, an advertisement placement request, the advertisement placement request requesting an in-frame advertisement placement position and comprising overlay criteria; identifying, by the data processing hardware of the media device, the target overlay location as the in-frame advertisement placement position; and superimposing, by the data processing hardware of the media device, overlay content at the in-frame advertisement placement position that satisfies the overlay criteria of the advertisement placement request.

11. A system comprising: a media device comprising a display; data processing hardware located at the media device; and memory hardware in communication with the data processing hardware, the memory hardware storing instructions that when executed on the data processing hardware cause the data processing hardware to perform operations comprising: receiving media content from a content feed; displaying the media content from the content feed at the display of the media device; determining a target overlay location within at least one frame of the media content; determining that one or more fingerprints obtained from fingerprinting the at least one frame of the media content match fingerprint data associated with a known identity of the media content; while the one or more obtained fingerprints are determined to be matching the fingerprint data associated with the known identity of the media content, superimposing overlay content at the target overlay location when the display of the media device displays the at least one frame; during superimposing the overlay content at the target overlay location, determining that the match between the one or more obtained fingerprints and the fingerprint data associated with the known identity of the media content has ceased; and in response to determining that the match between the one or more obtained fingerprints and the fingerprint data associated with the known identity of the media content has ceased, discontinuing the superimposing of the overlay content at the target overlay location.

12. The system of claim 11 , wherein superimposing the overlay content at the target overlay location further comprises scaling the overlay content to fit the determined target overlay location.

13. The system of claim 11 , wherein the operations further comprise: identifying the overlay content based on the one or more obtained fingerprints, the identified overlay content corresponding to an overlay content fingerprint that matches a portion of the one or more obtained fingerprints.

14. The system of claim 11 , wherein the overlay content is randomly selected from an overlay content database in communication with the data processing hardware of the media device.

15. The system of claim 11 , wherein the operations further comprise: based on the one or more obtained fingerprints, identifying an in-frame advertisement within the at least one frame, wherein superimposing the overlay content at the target overlay location when the display of the media device displays the at least one frame comprises superimposing the overlay content at the target overlay location when the display of the media device displays the at least one frame with the in-frame advertisement.

16. The system of claim 15 , wherein the in-frame advertisement comprises a background feature within the media content of the at least one frame.

17. The system of claim 15 , wherein the in-frame advertisement corresponds to one or more of (i) a scene corresponding to more than one frame of media content or (ii) a potential in-frame advertisement placement position within a portion of the at least one frame.

18. The system of claim 17 , wherein the operations further comprise identifying overlay content corresponding to an overlay scene, the overlay scene comprising a number of overlay content frames that matches a number of frames corresponding to the scene of the in-frame advertisement.

19. The system of claim 15 , wherein the operations further comprise: receiving an advertisement placement request, the advertisement placement request requesting an in-frame advertisement placement position and comprising overlay criteria; identifying the target overlay location as the in-frame advertisement placement position; and superimposing overlay content at the in-frame advertisement placement position that satisfies the overlay criteria of the advertisement placement request.

20. A non-transitory computer readable medium having stored thereon instructions that, upon execution by a processor, cause performance of a set of acts comprising: receiving media content from a content feed; displaying the media content from the content feed at a display of a media device; determining a target overlay location within at least one frame; determining that one or more fingerprints obtained from fingerprinting the at least one frame of the media content match fingerprint data associated with a known identity of the media content; while the one or more obtained fingerprints are determined to be matching the fingerprint data associated with the known identity of the media content, superimposing overlay content at the target overlay location when the display of the media device displays the at least one frame; during superimposing the overlay content at the target overlay location, determining that the match between the one or more obtained fingerprints and the fingerprint data associated with the known identity of the media content has ceased; and in response to determining that the match between the one or more obtained fingerprints and the fingerprint data associated with the known identity of the media content has ceased, discontinuing the superimposing of the overlay content at the target overlay location.